As a copywriter, I try to read what other copywriters have to say about copywriting. Recently, I came across a blog posting that would reveal “the 35 words that bring POWER to your copy.”
35 words? 35 WORDS!
Well, I don’t think I have the room to put 35 power words into my copy. I write copy that sells products, or services, to either a consumer at home or a business.
So what I need to use are words that sell.
Today’s blog is about the five words – yes, just 5 words – you must have in your copy if you want to close the sale. (For all of you not involved in the direct marketing world, you have my permission to wander off for a few minutes. Today’s lesson is all about making money, not building a brand.)
OK, let’s start with a simple word. You.
Back in the good old 1980’s, everyone in the direct mail business discovered personalization for his or her letters. And that lead to letters like this:
Dear John Smith,
I am so happy to write to John Smith today because I have an offer that I know John Smith will love and that John Smith needs to add to his basement or tool shed. Yes, the John Smith tool shed will soon be the proud home of the original and personal “John Smith Riding Mower!”
Hands up everyone who remembers letters like this… and hands up everyone who hates letters like this.
You would never talk to someone like that in real life, so why would you write like that?
Just because you can use personalization, does not mean you MUST use it like that!
Instead, use the one word that replaces “John Smith” – you. It is the perfect word (or a variation like yours, your or you’re.) It is the icon representing John Smith, without saying John Smith!
And better than that, it keeps the copy focused on the customer – and answers the
“What’s in it for me?” question.
Look at your sales copy (emails, websites, letters.) How often does the YOU word appear? If it’s not 6 to 8 percent of the total word count, you WILL LOSE SALES!
Next: FREE.
Everyone wants something free, and yet we all know that nothing in this world is truly free. But if you can find something to give away as a freemium, premium or gift, do it.
Imagine if you had to pay extra for the laces in your shoes, or the buttons on your shirt. They are the free things that we never notice (until the lace breaks or the button pops-off!)
Find the free item you can add to your offer, and you will increase sales!
Include the word SAVE.
If it isn’t free, then I better save.
Make the savings real: why write “save 10%” when you can catch someone’s eye with “Save 12%.” That odd number means something, because you obviously thought about the savings you’re offering.
You have to have a PLUS.
Too often writers write about features instead of benefits. The greatest sales pitches of all time always include a plus: a surprise additional benefit or bonus.
“The Pen and Paper Set is complete with a two-year supply of Paper, plus three ink cartridges. Plus, to make sure you never miss any important note, there’s a pencil with an eraser!”
I want to make you want more, because I know you already do. I will take advantage of the reader’s greed by adding that extra, special plus benefit.
Finally, use the word RESPOND.
Nothing increases response more. Testing shows that using “RESPOND” instead of REPLY will actually boost sales. I am sure there is some wonderful psychological reasoning behind that, but I really don’t care… it works and it builds orders and that means it increases sales!
At the end of the day, that’s my job. Increase Sales.
Go on, read your sales letter, look over your web site; check out your tweet. Are you using the words that create sales and increase profits or not?
Peter T. Britton
Idea Generator. Wordsmith. Resultant.
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